TIKTOK – Emily in Paris landed on Netflix at the beginning of October to make dreaming strangers. But another French woman steals the show on TikTok: the Le Creuset brand. For many months, young teenagers, mostly American, found a new passion in these kitchen utensils made in France since 1925. Discovered thanks to the algorithms of suggestion of social networks, the cast iron pots are one of their craziest desires.
To share their best discoveries with as many people as possible, they have fun making TikTok videos, as you can see in the video above. Some present their collections, their latest purchases and others the latest casseroles that catch their eye. The hashtag “Le Creuset” currently has nearly 20 million views.
Among the most active users of the community, it is possible to find Ave.Abe. She introduces herself as “La Creuset Girl”. On her profile, she has only shared videos of cooking pots since April, the time of confinement. During this period, cooking was one of the favorite activities on social networks, which surely allowed the cast iron casseroles to make a place for themselves.
Across the Atlantic, Le Creuset has succeeded in establishing a fairly strong brand image. Several stores have opened in New York highlighting the French art of living. In an article, the journalist from Financial Times Renée Kaplan explains that having a branded cooking pot allowed her to pass into the category of “the elite of New York, the one where I could now prepare a real coq au vin for a dinner”. Until the day when the prices of casseroles reached 800 dollars …
In 2019, Donald Trump decided to apply a customs surcharge on certain European products such as champagne, cheese or even some cosmetic products, in response to the subsidies granted to Airbus. France is more precisely part of the American viewfinder since it voted to introduce a tax on digital giants. Le Creuset is on the list (which you can find here) of the United States government imported products to be overtaxed. Sanctions that were renewed last August as reported The world.
This coverage on social networks therefore benefits the luxury utensil brand (the price of casseroles is around 250 euros). “Social networks have been at the heart of our strategy for several years. A strategy that aims at a wider target, but also younger, and brings us closer to our consumers thanks to these daily interactions ”, specifies the brand to Konbini. In particular, it allows the brand not to be left behind by younger brands like Our Place or Great Jones. To attract the youngest, Le Creuset has produced a special Star Wars collection.
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